Šeric, Maja; Gil-Saura, Irene; Ozretić-Došen, Đurđana - In: International Journal of Contemporary Hospitality Management 27 (2015) 5, pp. 958-979
Purpose – The purpose of this paper is to provide insights on integrated marketing communications (IMC) by empirically … Croatian hotels. Design/methodology/approach – The study uses survey methodology to assess IMC, approaching managers and guests … of IMC implementation and significant differences regarding some items. From the guest’s point of view, significant …